Benefit Cosmetics has launched in the Philippines its “Bold is Beautiful Project”, a global initiative that aims to benefit girls and women.
Annie Ford Danielson, the daughter of Benefit Cosmetics cofounder Jean Ford, was in town for the launch, and we talked to her about the project, which has raised over $6.3 million since it was launched in 2015. Bold is Beautiful beneficiaries are organizations that help empower women. For example, in one country, the partner-organization is one that helps cancer-stricken women. Another beneficiary is Dress for Success, a group that assists women who are looking for jobs.
“We’re known as the Brow Authority. Benefit Cosmetics has been transforming brows since Jean and Jane [Ford] opened their first boutique in 1976. Brows frame our faces, draw attention to our eyes, and even take years off our look,” Ford Danielson said.
Why is Ford Danielson talking about brows in connection with Bold is Beautiful? This is because in May, every peso raised from Benefit’s brow-wax service will go to Mano Amiga.
Mano Amiga provides affordable, innovative and quality international education to children from low-income families. Mano Amiga is an organization that started in Mexico in 1963. The first school in the Philippines (FTI, Taguig) opened in 2008 with 19 kindergarten scholars. Last year Mano Amiga opened its permanent campus in Better Living, Parañaque.
“My sister [Maggie] and I started talking about this project five years ago. You know the company’s motto is ‘Laughter is the best cosmetic’. We believe that a woman is most beautiful when she is laughing. We have been empowering women and girls for 40 years, so this seemed like a natural progression,” Ford Danielson said.
What can we do to help? If you have your brows waxed at Benefit (P700), you help provide any of the following: a two-hour leadership session for girls, three months worth of school supplies, or four-month livelihood and empowerment program for a student’s mother.
“Bold is beautiful is not a marketing campaign. This is a fully philanthropic effort. That’s very important to us. Don’t get me wrong, a dollar given is a dollar given. But we want our employees and customers to feel a sense of authenticity,” Ford Danielson explained.
This year Benefit is bringing the Bold is Beautiful Project to 16 other countries, including the United States, the United Kingdom, France, Australia, Spain, Singapore, Canada, Ireland, the United Arab Emirates, New Zealand, Mexico, Brazil, Turkey, Portugal, Italy and South Korea.
Benefit Brow Bars are in Greenbelt 5, TriNoma, Mall of Asia, SM Megamall, Alabang Town Center, SM Seaside City Cebu, BGC Central Square, Rustan’s Makati and Rustan’s Shangri-La. The Bold is Beautiful project will run from May 1 to 31.
Tip: My favorite is Amy, who is at Rustan’s Makati. Or you could arrange a brow date with National Brow Artist Celina Fernandez (follow @astrud_celina on Instagram). She is the best.